Marketing and innovation


About this course

In the course, an NPD framework is used, highlighting customers' roles at different stages of the process. A blended learning approach (video lectures, oral lectures, videos, and cases) is used. Content-wise, the focus is on a set of carefully selected articles with one or two relevant articles per topic. Cases help students practice the different topics of marketing and innovation selected.

Learning outcomes

The aims of the course are:
Make students aware that customers are the arbiters of value and should be involved or represented in the new product development process. The type of involvement is contingent on the type of new product, i.e. incremental vs. radical innovation.

Learning objectives

After the course, the student is able to:

    • apply the market orientation and marketing excellence concepts and argue their relationships with marketing and innovation.
    • use the means-end chain to model customer value.
    • analyze barriers to adopting innovation and understand network products as a contingency.
    • apply the Abell concept to conceptualize the market and its dynamics.
    • perform a conjoint analysis and forecast customer demand.
    • perform a customer lifetime value analysis.
    • identify and explain basic market launch decisions for radical and incremental new products.

Required prior knowledge

You must meet one of the following collections of requirements

  • Collection 1
  • Completed Final examination Bsc program
  • Collection 2
  • Completed Pre-Master

Link to more information

If anything remains unclear, please check the FAQ of TU Eindhoven.


  • Start date

    3 February 2025

    • Ends
      6 April 2025
    • Term *
      Block GS3
    • Location
    • Instruction language
    • Register between
      15 Nov, 00:00 - 5 Jan 2025
    Enrolment starts in 123 days
These offerings are valid for students of Utrecht University